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MINI-Series: Copywriting with Margo Aaron
Unthinkable with Jay Acunzo
The Psychology of Copywriting
Tension is such an important tool in creating effective copy because we are cognitively lazy. When you encounter a piece of copy, your brain is not actually thinking about the copy. No one in their right mind is deciding between what four pets o places they would like to eat from that night. And so once you understand that your competition is inertia, then the tools of tension make a lot more sense. Break down why this is effective, not good or bad, effective copy.
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